Video Commerce
Video commerce is the umbrella term for selling through video — live, short-form, and one-to-one video consultation — with live commerce as one format within it.
Which formats does it include?
Live broadcasts in real time, short-form running always-on, and one-to-one video consultation. Assets derived from live — highlight clips and replays — belong here too.
Why does video work for commerce?
Text and photos convey information; video conveys context. It closes the gap a still image can't — how a product is actually used, how big it really is — which is also why it tends to reduce returns.
Live vs. short-form
Live | Short-form | |
|---|---|---|
Timing | Once, at a set time | Always on |
Length | 30–90 minutes | 15–60 seconds |
Strength | Depth and live Q&A | Discovery and repeat exposure |
Production load | High (scheduling, crew) | Low (reusable) |
Role | An event | A permanent shelf |
Frequently Asked Questions
Q. Which format should we start with?
Usually short-form, since production cost is lowest, then expanding into live once you have an audience.
Q. What if we don't have video production resources?
Pulling in UGC and the videos you've already posted on social is the practical route — you build volume without shooting anything new.